Toto Wolff admits it's sometimes a challenge for Mercedes to deal with Lewis Hamilton's personality, but he also insists the superstar driver's persona is 'priceless'.
The three-time world champion likes to engage with his fans on social media, whether it's on fashion, veganism, his celebrity status or, more recently, US politics when Hamilton took a stance on NFL athletes' rights to free speech.
Mercedes is forced to compose with the 32-year-old's disposition to debate hot topics, but Wolff has no intention on asking Hamilton to rein in his opinions.
"If he drives a Ferrari road car, he drives a Ferrari road car," he told Speed Week.
"You can't lock him in a cage. Sometimes it gives us grey hair, but on a difficult day he is the man we want to have in the car."
Mercedes marketing boss Jens Thiemer insists his company is comfortable with Hamilton's often controversial or polarising views, behaviour and personality.
"We do not want marionettes or robots as ambassadors," he said.
"Some personalities are more difficult to handle, but I think to give them too many rules is wrong.
"Drivers must be sensitive to the brand they represent, but you have to let them be themselves as well," Thiemer added.